The Role of Green Marketing Mix 7Ps in Shaping Customer Commitment and Willingness to Pay a Premium Price Through Brand Equity: Evidence from Young Consumers in Vietnam

Abstract

As consumers prioritize environmental issues and sustainable development, using green elements in marketing strategy has become valuable, this research will examine how 7Ps in green marketing strategy affect customers’ commitment and their willingness to pay a premium price for green products through green brand loyalty, association and perceived quality. Moreover, we expand the association between customer commitment and willing to pay a premium price. Our study collects 571 respondents in Viet Nam, who are from 18-30 years old, following a questionnaire-based survey. Then we use PLS-SEM to analyze the data. The findings prove that different green 7Ps have different effects on the diverse dimensions of green CBBE. In addition, dimensions of green CBBE have strong effects on customer commitment and willingness to pay a premium price. This research prioritizes the impact of green 7Ps, one of the most popular and widely adopted models. These results show the impact of all aspects in green 7Ps and help managers make decisions. They can choose the green elements to invest in, which will help them achieve their goals. Although there are many studies investigating the green marketing mix, there are few studies that focus on green human, process and physical evidence factors. This research provides the results of all green components in green marketing mix to fill this gap